Brand Strategy (2)

The Big Transition: What to Do with Your Brand Following a Merger or Acquisition

October 13, 2016

Far too often a brand strategy is overlooked in the M&A process, or brought to the table too late to have an impact in anything except final implementation. Whenever it happens, it is important to develop a communication plan that addresses both internal and external audiences. This plan should break down the individual audiences in detail and outline what they should know and when, including the appropriate verbal and visual brand implementation for each instance.

How to Use Brand Positioning to Start your Brand Development

October 11, 2016

by Guest Blogger

in Addison Whitney, Brand Strategy, Branding

That is why creating a strong positioning statement is such an important starting point. It will lay out some of the key aspects of the brand building process, pointing out the end goal, the basic characteristics or big idea, and some of the steps to get the brand to the top.

Function or Feeling – How Will You Position Your Brand?

September 22, 2016

Successful brands have purpose. They have pre-determined areas of differentiation and a target audience. They have a brand position. With this sense of direction, they can focus their branding efforts in the same direction, allowing for the full effectiveness to shine through. When creating your positioning strategy, there are two main aspects to use as starting points – function or feeling. But which one’s right for your brand?

Brand Loyalty – How Easy is it to Achieve?

September 19, 2016

by Matthew Harris

in Addison Whitney, Brand Strategy

We all value loyalty – it’s one of the main reasons people get dogs as pets. It’s also why brand loyalty is such a prized accomplishment when brand building. Fear not, brand creators. Achieving brand loyalty can be done. The first step is to believe that it can be done, and be done with the brand you will have – take the aforementioned reasons for dismissing and take them out of the equation.

How to Attach Your Brand to Moments in Consumers’ Lives

August 31, 2016

by Matthew Harris

in Addison Whitney, Brand Strategy, Branding

The first goal of successful moment branding is to establish the brand connection. Make your brand THE first thought of an individual in the moment, surpassing the general, task-focused mindset that naturally exists.

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Patience is a (Branding) Virtue

August 18, 2016

by Matthew Harris

in Addison Whitney, Brand Strategy, Branding

Simply put, brand development is a practice in patience and the ability to stay the course. When creating a brand, especially during the strategic development phase, the end goal may seem a million miles away. Along those lines, there may be some bumps in the road on the way to success, which will undoubtedly cause some to begin wondering if and when the strategy should be abandoned.

Brand Engagement in an Ever-Connected Marketplace

August 16, 2016

by Matthew Harris

in Brand Engagement, Brand Strategy, Branding

In the not-so-distant past, brand engagement was, like most media and advertising efforts, easily calculated, tracked and controlled. This is no longer the case. Today, brands are faced with both the ease and the issues that come with online brand engagement opportunities, where measurement is tracked via software programs and engagement rates are dependent on the consumer.

3 Ways a Strong Brand Can Bring Your Organization Together

August 09, 2016

Not only can a strong company brand drive consumer and market success, but it can also have a positive impact from within the office walls. Whether it’s through initial brand development or a rebranding effort, the creation and implementation of a strong brand will have a unifying effect on the organization as a whole. Although often overlooked, here are three ways a strong brand can serve to make your organization stronger and more successful:

How to Ensure Smart Branding Evolution

August 02, 2016

Being a strong brand isn’t synonymous with being rigid and unwilling to change; in fact, it should be flexible, providing room to shift and shape as time passes. It’s one of the hallmarks of long-lasting brands. The marketplace changes, consumers evolve, and those that survive evolve right along with them – to a point.

How to Build Your Brand Portfolio Using a Flagship Brand Strategy

July 12, 2016

by Matthew Harris

in Addison Whitney, Brand Strategy, Branding

Some organizations are making a strategic brand decision to use elements of a flagship brand as “boosters” for its complementary branding. For many brand portfolios, this strategy is a far-off dream, only available if and when their main brand achieves a level of notoriety and positive brand connotation where it can be enabled to carry over into the space of additional brands. So how can those without a global icon at the helm of the brand ship take advantage of whatever boost may come from its main brand?

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